On February 18, just two weeks ahead of the March 4 premiere of her Netflix series With Love, the Duchess of Sussex introduced the rebranded name of her lifestyle brand, transitioning from American Riviera Orchard to As Ever.

“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” she shared in a candid Instagram video.

“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” she continued.

“As Ever essentially means as it’s always been, and if you’ve followed me since 2014 with The Tig, you know I’ve always loved cooking and crafting and gardening — this is what I do,” she explained. “And I haven’t been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first.”

“Of course, there will be fruit preserves; I think we’re all clear at this point that jam is my jam. But there are so many more products that I just love, and now it’s time to share them with you. So I just can’t wait for you to see it. Thanks, guys!” she added.